Social Media Advertaising Guide

DMND
Social Media
Advertising
Guide
Welcome!
Social Media is one of the most effective communication and advertising channels. But cutting
through the noise can be challenging, and often, marketers must use paid social marketing
strategies to amplify their message in social platforms.
Even though you might have created a really insightful piece of content, it can be hard to reach the
right audience, especially in the beginning, where no one knows you or your brand. You can use
social ads to boost your existing content, for example your Facebook posts or your blog.
Highly targeted ads on social media can help you reach exactly the people who care about your
content. The ability to target potential readers and customers based on demographic data,
behaviors, and very specific interests is the biggest strength of social media ads.
But social ads are not limited to promoting content; they are also a great way to advertise products,
drive traffic to your website or online shop, or collect contact information for your email campaigns.
In this guide, you learn what is possible in several leading platforms and learn how to evaluate
which platform is right for your message and your audience. On the next pages we cover six major
social media platforms: Facebook, Instagram, Twitter, Pinterest, Snapchat, and LinkedIn. Each of
these sites has more than 100 million monthly active users.
This guide is a short excerpt from the Udacity Digital Marketing Nanodegree progra m – a
comprehensive and highly interactive course that teaches you all you need to know to become a
Digital Marketer.
Table of Contents
Welcome! 1
Table of Contents 2
Facebook 4
About Facebook 4
What Facebook ads look like 4
What objectives can I meet with my Facebook ads? 5
Social Media Advertising Guide 1

What targeting options does Facebook offer? 6
What is the minimum budget to advertise on Facebook? 6
How to get started 6
Case Studies 7
Instagram 8
About Instagram 8
What ad types does Instagram offer? 8
What Instagram ads look like 8
What objectives can I meet with my Instagram ad? 9
What targeting options does Instagram offer? 9
What is the minimum budget to advertise on Instagram? 10
Case Studies 11
Twitter 12
About Twitter 12
What ad types does Twitter offer? 12
Tweet engagement 12
Video views 13
Grow your followers 13
Website visits 13
Website conversions 14
App installs and re-engagements 14
Lead generation 14
What targeting options does Twitter offer? 15
What is the minimum budget to advertise on Twitter? 16
Case Study 16
Pinterest 17

About Pinterest 17
What ad types does Pinterest offer? 17
Awareness campaigns 17
Engagement campaigns 17
Traffic campaigns 18
What targeting options does Pinterest offer? 18
What is the minimum budget to advertise on Pinterest? 19
Case Studies 20
Snapchat 21
About Snapchat 21
What ad types does Snapchat offer? 21
Snapchat Discover 21
Sponsored Lenses 21
Snap Ads 22
Sponsored Geofilters 22
How much do Sponsored Geofilters cost? 23
LinkedIn 24
About LinkedIn 24
What ad types does LinkedIn offer? 24
Sponsored Content 24
Text Ads 25
What targeting options does LinkedIn offer? 25
What is the minimum budget to advertise on LinkedIn? 25
Case Studies 26
HSBC 26

HP Software 26
Become a Digital Marketer! 27
About Udacity 27
Facebook
About Facebook
Facebook probably doesn’t need much of an introduction – launched in 2004, the
social network now is the largest social media platform with more than 1.7 billion
monthly active users worldwide. The company today is more than just a social
network – Facebook acquired messaging app WhatsApp and started its own
successful messenger. They also
bought photo-sharing platform Instagram and the virtual reality company Oculus VR.
Since most Facebook users log into the site every day and engage with other users, brands and
content, the platform knows a lot about their users. For advertisers Facebook is one of the most
attractive online channels, because it lets them utilize their rich user data to target very specific
audiences. And since most companies and brands are already present on Facebook, ads are a great
way to build a following and boost engagement for the content they share.
What Facebook ads look like

Here you have four different choices – you can create an ad that features a single image, a single
video, or multiple images that are displayed either in a carousel format or as a slideshow.
Single Image Single Video/Slideshow Carousel

Facebook also offers a new, more immersive ad experience on mobile.
They call it Facebook Canvas. Canvas looks like a normal mobile news
feed ad, but once a user taps to open the ad, he or she is taken to a full
screen experience (videos, images, text, products) that the advertiser can
customize. To learn more about
Facebook Canvas, go to canvas.facebook.co m.
Here is an example of how cruise company Holland America Line used

Facebook Canvas to advertise a Caribbean getaway:
What objectives can I meet with my Facebook ads?

You can optimize ads on Facebook based on what specific objective your
campaign has. Generally, Facebook distinguishes three different kinds of
objectives that follow the traditional user journey from awareness to conversion:
1. Raising awareness: This includes campaigns to raise brand awareness, local awareness and
to maximize reach.
2. Consideration: These are ads that drive traffic to your website, boost the engagement of
your posts, increase app downloads or video views and help you collect customer data
(leads) to use in follow-up campaigns.
3. Conversion: These are ads that increase the conversion on your website or online shop*,
advertise specific products to users who have interacted with your shop before*, or get
people to visit your local store.
*These campaign objectives require you to add a few lines of code to your website, which will then
implement the Facebook pixel on your site. To learn how to create a Facebook pixel and how to add
it to the code of your website, have a look her e. If you want to track the actions that happen
inside your mobile app as a result of your ads, your developer should implement a piece of code
called App Events. Point them to Facebook’s develope r site to learn more.
Based on past user behavior data, Facebook will show your ad to those people in your target
audience who are most likely to perform the action you want them to.

What targeting options does Facebook offer?
Facebook offers a variety of targeting options that you can combine to build a specific audience:
Location Target users by country, state, city, zip code, or the area around your
physical business.
Demographics Target users by age, gender, education, and the languages they speak.
Interests Target users by interests, based on profile information, pages, groups

or content they engage with. You can choose from hundreds of
categories like sports, movies, music, games, or shopping. You can also
target users who like specific pages.
Behaviors Target users based on what Facebook knows about user behavior, such
as the way they shop, the phone they use, or if they plan to buy a
house or a car.
Connections Target users who like your page or app and their friends.
Custom Target existing customers based on data (e.g., emails, phone numbers)
you provide. You can also create Lookalike Audiences – people who are
similar to your existing customers.
What is the minimum budget to advertise on Facebook?

When you set up your daily budget on Facebook, the minimum daily budget depends on what your
ad set gets charged for.
The ad set gets charged for... Min. daily budget
Impressions $1
Clicks, likes, video views, post engagement $5
Offer claims, app installs and other low-frequency events $40
If you want to set up a lifetime budget instead, i.e., a total budget for the duration of the campaign,
your minimum budget is calculated by multiplying the minimum daily budget by the number of days
the campaign lasts.

How to get started
Click her e (and then click on “Create an Ad”) to start advertising on Facebook, and her e
to access Facebook’s documentation that describes every single ad type.
Case Studies
Cupcakin’ Bake Shop in Berkeley, California wanted to

grow its business both with consumers and businesses in
the area. The company targeted its ad to people aged
18–55, living within 5 miles of the shop who were
interested in weddings, flowers and cupcakes. Over the
course of one year the campaign generated 4.5X more
sales than print advertising.
NBA team Orlando Magic wanted to promote

single-game ticket sales and decided to reach their
existing database of customers and website users using
Facebook’s “Custom Audience” targeting. In addition
they reached local basketball fans by targeting people in
Orlando aged 18 and older with interests in live events,
Orlando Magic or basketball. The campaign led to a 84%
higher return on the money spent (‘ad spend’) than all
other advertising channels.

Gaming company King wanted to increase downloads
of their mobile app game Candy Crush Saga. The
company tested both ads featuring a single image and
ads using Facebook’s carousel format with multiple
images. The test showed that the carousel ad led to 1.4X
more Android app installs and lowered the advertising
costs per install by 32%.
Instagram
About Instagram
Instagram is an online and mobile social network for photo- and video-sharing
with more than 500 million monthly active users worldwide. Users can share
photos and videos publicly and privately on the Instagram app and through other
social networking platforms such as Twitter, Tumblr or Facebook. Instagram
started out with photos that
were square shaped but now is open to pictures in any aspect ratio as well as videos with up to 60
seconds.
For Advertisers, Instagram is a fantastic platform to tell a company’s story in a visual and engaging
way. Successful campaigns do not sell products or advertise big discounts but bring a product’s or
brand’s authentic heart and soul to life. Advertisers have to carefully balance the information and
the inspiration value of their campaigns to encourage the community to like and share their ads.
Since Instagram was acquired by Facebook in 2012, the advertising

platforms merged and most of the advertising and targeting options are
the same for both platforms. Similar to Facebook ads, to run ads on
Instagram, you'll need a Facebook Page for the brand or product you
are promoting.
What ad types does Instagram offer?

Similar to what we have seen for Facebook, we can classify Instagram’s
ad options based on what the ads look like and what objectives they
have. All Instagram ads will be placed in the user feed, both in the
browser and the app version.

What Instagram ads look like
Here you have the same three choices you know from Facebook
ads – you can create an ad that features a single photo, a video, or multiple photos that are
displayed in a carousel format.
Single Ad Video Ad Carousel Ad

What objectives can I meet with my Instagram ad?
For self-service customers, Instagram offers a range of different objectives for which you can
optimize your campaign. Similar to Facebook, Instagram will show your ad to the people in your
target audience who are most likely to take the action you want them to take. The campaign
objectives you can choose from are:
● Brand awareness
● Reach
● Traffic (for clicks to your website or to the app store page of your app)
● App installs
● Engagement (with your posts)
● Video views
● Conversions (on your website or app)*
* This campaign objective requires you to implement the Facebook pixel on your site. To learn how
to create a Facebook pixel and how to add it to the code of your website, have a look her e. If you
want to track the actions that happen inside your mobile app as a result of your ads, your developer
should implement a piece of code called App Events. Point them to this sit e to learn more.
What targeting options does Instagram offer?

Instagram offers the same targeting options as Facebook. You can combine them to build a specific
audience:
Location Target users by country, state, city, zip code, or the area around your
physical business.
Demographics Target users by age, gender, education, and the languages they speak.

Interests Target users by interests, based on profile information, pages or
content they engage with. You can choose from hundreds of categories
like sports, movies, music, games, or shopping.
Behaviors Target users based on what Instagram knows about user behavior, such
as the way they shop, the phone they use, or if they plan to buy a house
or a car.
Connections Target users who like your Facebook Page or Instagram account and
their friends.
Custom Target existing customers based on data (e.g., emails, phone numbers)
you provide. You can also create Lookalike
Audiences, people who are similar to your existing customers.
What is the minimum budget to advertise on Instagram?

The minimum daily budget on Instagram is the same as for Facebook ads and depends on what your
ad set gets charged for.
The ad set gets charged for... Min. daily budget
Impressions $1
Clicks, likes, video views, post engagement $5
Offer claims, app installs and other low-frequency events $40
If you want to set up a lifetime budget instead, i.e., a total budget for the duration of the campaign,
your minimum budget is calculated by multiplying the minimum daily budget by the number of days
the campaign lasts.
How to get started

Instagram and Facebook use the same tool and process, via Facebook’s Ad Manager, to create and
manage ads on both platforms. Click her e (and then click on “Create an Ad” and choose
Instagram in the Placements section) to start advertising on Instagram. Click here to access the
Instagram ad documentation.
Case Studies

Ben & Jerry’s
Learn how ice cream brand Ben & Jerry’s used Instagram ads to drive sales of its new flavor,
Cinnamon Bun, in Sweden by 80%.
Wool and the Gang

Wool and the Gang is an online shop for Wool and Knitting accessories that grew their business
by targeting Millennials on Instagram.
Shore Projects
Watch how company Shore Projects started their business using Instagram as their only shop
window. With the help of Instagram ads, they were able to turn Shore Projects into a global
lifestyle brand that sells watches worldwide.
Twitter

About Twitter
Twitter, also known as the “SMS of the Internet”, was founded in 2006 and now
has more than 300 million registered monthly active users who post and read
messages with up to 140 characters. Users can add links, photos and videos to
their tweets, include hashtags to help others find their message, and run polls
within a tweet.
For advertisers, Twitter offers a variety of ad types that can be tailored to different campaign
objectives, from increasing website visits and sales to creating a bigger following for a company’s
Twitter account. Twitter also offers rich options to target a specific audience, including
demographic, interest and behavior targeting.
What ad types does Twitter offer?

Twitter organizes its different ad types by campaign objective: i.e., the action an advertiser wants a
user to perform. Depending on which campaign objective you choose, the ad will be displayed in a
different format, which Twitter calls “Cards.” For detailed technical specifications of the different
card types, take a look at Twitter’ s
documentation. Here is an overview of the different campaign objectives you can choose
from, and what the ads look like to the user:
Tweet engagement
Promote a new or existing tweet to your target audience. You pay for engagement with the tweet,
e.g., clicks, retweets, likes, follows and replies. If you prefer to maximize brand awareness and care
less about engagement, you can book an Awareness campaign. Here you pay for the number of
impressions (CPM). You can attach up to four images to your tweet. If you do this, only 116
characters are available for your Tweet, as 24 characters are used for the images.
Tweet without image Tweet with one image Tweet with multiple images
Video views
Embed a video in a tweet and promote it to your desired
audience. Your videos will auto-play muted on scroll, encouraging

Promoted tweet with video
users to tap or click to open the tweet and watch. Twitter will show your ad as a “Video Card” that
consists of your ad copy (max. 140 characters), a video, a video title (max. 70 characters), and a
video description (max. 200 characters). You pay for video views, which Twitter defines as follows:
“A view occurs when a video is at least 50% in-view on the user’s device and has been watched for
at least 2 seconds, or the user clicks to watch the video in fullscreen.”
Grow your followers

If you want to promote your Twitter account and grow your follower base, this is the ad type for
you. Twitter suggests to your target audience that they follow your account, and also indicates
whether any of their followers follow your account. These ads show up in the user feed and in the
“Who to follow” sidebar on Desktop. You pay for every follower the ad generates.
Promoted account in sidebar Promoted account in feed
Website visits
Drive your audience to your website using this campaign
type. Twitter will display your message in a “Website Card”
that consists of your ad copy (max. 116 characters), an image
and a website title/description (max. 70 characters). You will
pay for website link clicks.
Promoted tweet for website visits

Website conversions
This ad type makes use of the “Website Card” shown above, but optimizes campaigns for
conversions such as purchases or downloads on your website. Advertisers have to integrate the
Twitter website ta g on their site, so Twitter can track conversion. User data about interests
and intent helps Twitter optimize the campaign delivery. Although the objective is conversion, you
still pay for website link clicks.

App installs and re-engagements
If your campaign objective is to generate downloads of your mobile app
or motivate people to open it again, this could be a great ad type for you.
This promoted tweet is shown as an “App Card” which consists of an ad
copy (116 characters), an image, the app name, price and rating (pulled
from the app store), and a call to action button. You can choose to either
pay for app link clicks or app installs.
Promoted tweet for app installs
Promoted tweet for lead generation
Lead generation
With the lead generation campaign type, you can create
promoted tweets that aim to collect the user’s email address,
so you can follow up with a newsletter or offer. The Lead
Generation Card includes your ad copy (116 characters), a Call
to Action button (20 characters), a short description (50
characters) and an image. If a user clicks the Call to Action
button, Twitter will submit the name and email associated with
the user’s Twitter account and show a customizable message
(100 characters). You pay for the number of leads generated.

What targeting options does Twitter offer?
Twitter offers the following nine targeting options that you can combine as needed:
Location Target users by country, state, region, metro area, or ZIP code.
Gender You can target only male or only female users or both. Twitter
infers genders from information users share as they use Twitter,
e.g., their profile names.
Languages By default, Twitter delivers campaigns to all languages, so make
sure to target only people who understand your message.
Devices, Target users who use specific mobile devices (e.g. iOS,
Platforms and Android, Blackberry) and mobile phone carriers (e.g. AT&T, Verizon)
Carriers to access Twitter. You can also target users based on when they
first used Twitter on a new device or carrier.
Interest Target users based on 25 interest categories that expand into 350
subtopics, from Automotive to Travel. Twitter identifies user
interests based on what content users engage with and what
usernames they follow.
Followers Provide Twitter with a list of usernames and your ad will reach
users who have similar interests as those who follow any of the
accounts you have listed.
Keyword Reach users based on the keywords of their search queries, recent
Tweets, and Tweets they recently engaged with. For each keyword,
you can define whether you want to target users with exact
keyword matching, broad matching (i.e., Twitter will also target
related keywords) or negative matching (i.e., Twitter won’t target
users who match for this keyword).
Behavior To target users based on their online and offline behavior (e.g.,
product or shopping preferences), Twitter utilizes user data that
third-party data providers have shared with them.
Tailored Audiences With tailored audiences, you can target existing customers, leads
or website visitors. To do this, you have to upload a list of emails,
Twitter IDs or mobile advertising IDs. Alternatively, you can put a
code snippet on your website so Twitter can identify your website
visitors. You can either focus a campaign on a tailored audience, or

exclude the tailored audience if you prefer to reach only new
prospects.
What is the minimum budget to advertise on Twitter?
Twitter requires you to set up a maximum daily budget for your campaigns, after which Twitter will
stop distributing your ad. Optionally, you can also set a maximum budget for the duration of the
whole campaign. The cost of an action (defined by campaign type, as explained earlier) depends on
how much other advertisers, who compete with you for the same audience, bid. Unlike Facebook
and Instagram, Twitter does not ask you to commit a minimum budget.
How to get started

To get started you need an active Twitter account. Go to Twitter Ad s and you will be prompted
with a screen where you select your campaign objective. These objectives match the ones we have
discussed above. If you get stuck, have a look at Twitter’ s documentation for Businesses.
Case Study
L’Oréal Paris Australia wanted to drive traffic and engagement from exclusive TV content around
red carpet events, using Twitter. To do this, the brand used Promoted Tweets, a Promoted Trend
and a Twitter Amplify campaign that directed users to L’Oréal’s Get the Look Website.

Pinterest
About Pinterest
Photo and video sharing site Pinterest lets users upload, save, sort, and organize
images and videos, called pins, in personal and collaborative collections, called
boards. The platform now reports 150 million monthly active users, who
contribute to what the Pinterest CEO calls the “Catalogue of Ideas”.
Many businesses, especially in the fashion, art or interior design space, have successfully used
Pinterest to promote their products organically and have developed a following which engages with
their content. Promoted Pins are Pinterest’s native advertising format – they look and behave the
same way as regular Pins, but advertisers can pay to have them seen by more users.
What ad types does Pinterest offer?

Currently, Pinterest only offers one advertising type to all businesses in
the US, Canada, and the UK: The Promoted Pin. The company is also
testing a Pin in which you can directly buy the product you see (Buyable
Pi n) , but this feature is currently only available to a limited
audience.
Promoted Pins are inserted into a user’s feed and search results. They
look exactly like regular Pins, but are marked as “Promoted Pins”.
You can buy Promoted Pins optimized for three different campaign
objectives: Awareness, Engagement, and Traffic.
Awareness campaigns
Awareness campaigns are the right choice if your main objective is to
get your brand or product exposed to as many people in your target
audience as possible. A lot of people use Pinterest to discover new ideas
and get inspiration without a concrete plan in mind. Awareness
campaigns get optimized for reach, not for engagement, and you will
pay based on the number of impressions your Pins generate.
Engagement campaigns
If you choose an engagement campaign, Pinterest will optimize the
delivery of your Pins so they reach people who could be interested in
saving or repinning them. These campaigns target people who are in the
‘intent’ stage and who are actively looking for solutions to their
problems or ideas for their projects. This is also the right campaign type
if your objective is to build a bigger following on Pinterest. You will be

charged for engagement (close-ups, repins or clicks), not for impressions. Note that this campaign
type won’t direct users to your landing page. To do this, choose traffic campaigns.
Traffic campaigns
Traffic campaigns are designed to drive Pinterest users to an advertiser’s landing page. So, if your
objective is to target people who have completed the inspiration and planning phase and are ready
to act (or buy), choose this campaign type. This is the only campaign type that will include a link to
your landing page in the Promoted Pin. You will be charged for every link click.
What targeting options does Pinterest offer?

Pinterest offers a variety of targeting options that you can combine to build a specific audience:
Location Target any combination of users from the US, Canada, and the UK,
at the country level or at the metro level.
Languages Target users who speak specific languages.
Gender Target users based on their gender.
Devices Target users based on the specific device they use to access
Pinterest.
Keywords Target users who search for a specific keyword (which must be
relevant for your ad).
Interests Target users based on other Pins they have saved and engaged
with.
Audience Target: people who have visited your website (you have to embed
a Pinterest tag in the code of your site); existing customers or leads
(you have to upload a list of email addresses); an audience that has
engaged with Pins that link to your website; or an ‘act-alike
audience’ that behaves similarly to your existing audience (you
need to provide a list with at least 100 email addresses of
customers who are also Pinterest users).
What is the minimum budget to advertise on Pinterest?

Once you have set up a campaign and entered your bid for a specific audience you target, Pinterest
will give you some guidance on whether your bid seems promising or not. Only awareness
campaigns require a minimum budget; the other two campaign types do not require a minimum
bid. Have a look at the table below to understand how you may be charged:

Advertising objective What your maximum bid means
Awareness Your bid is the maximum you are willing to pay for every
1,000 people (CPM) who see your Promoted Pin. The
minimum you can bid is $5.
Engagement Your bid is the maximum you are willing to pay when a
user engages with a Promoted Pin, i.e. close-ups, repins
and click-throughs (Cost Per Engagement, CPE).
Important: if a user close-ups, repins and clicks
through on your Pin, you will be charged for each of
these actions.
Traffic Your bid is the maximum you are willing to pay for each
click a person makes on your Promoted Pin to visit your
website (CPC).
How to get started

To get started, you need a Pinterest business account (you can register her e) . You can also
convert your existing account into a business account. After you have registered your business
account, click her e to get started. If you have any questions or issues once you get started,
have a look at Pinterest’s Help Cente r.
Case Studies
Adore Me is a subscription service for modern

lingerie, targeting millennial women. After
building a great basis of followers organically, the
company used Promoted Pins to reach a bigger
audience and sell subscriptions to new customers.
The most successful Pins were when the model’s
face was not visible, so the user could imagine
herself wearing the products. Adore Me saw a
2,600% increase in website traffic from Pinterest,
and higher conversions than on other channels.

REESE’S used Promoted Pins to drive
product consideration for their iconic Peanut
Butter Cups. The brand aimed to reach young
customers who were planning menus or tailgate
events during the football season. To do that,
REESE’S promoted Pins featuring unique Football
themed recipes to their target audience. A market
research study showed that the campaign indeed
drove product consideration and brand favorability
for REESE’s products.
Pura Vida sells bracelets made in Costa Rica in

more than 3,500 stores worldwide. Before using
Promoted Pins, the company used Pinterest to tell
their company story, share their blog posts, and
showcase their products. To drive new customers
to their website and extend their Pinterest fan
base, the company set up traffic and engagement
campaigns, featuring their products and the
lifestyle associated with them. 25 days after the
campaign ended, Pura Vida saw an increase in
orders by 31%.
Snapchat
About Snapchat
Snapchat started out as visual instant messaging service and has now evolved
into a combination of a multimedia messaging and content platform. Snapchat
now has more than 200 million monthly active users, many of them Millennials.
They exchange snaps and stories with their friends and access the media
content provided by editorial
partners.
Since 2015 advertisers can reach Snapchat’s users through different ad placements and
sponsorships. The majority of advertising offerings is currently only available to bigger advertisers
with considerable budgets. But one ad type, the On-Demand Geofilter, is bookable through self-
service.

What ad types does Snapchat offer?
Most of Snapchat’s advertising options are targeted at large brands and companies, and can’t be
booked through a self-service platform like the other options we have seen so far. Only Sponsored
Geofilters are available through self-service, so keep that in mind when evaluating advertising
channels.
Snapchat Discover
It’s not officially listed on the website, but brands can take over a publisher’s channel in the
Discover section of the app for about $50,000 a day. If you want to sponsor a Live Story (also a
feature in the Discovery section), you can expect to pay about $250,000.
Sponsored Lenses
Sponsored Lenses are a very interactive format in which users engage
with promotional elements that overlay a video user’s film of
her/himself. Snapchat reports that the average user plays for 20
seconds with a Sponsored Lens, which can really help a brand drive
awareness. Taco Bell’s Sponsored Lens received over 224 million views.
But high engagement comes with a high price tag: Sponsored Lenses
can cost $500,000 or more – per day.
Taco Bell’s
Sponsored Lens on Snapchat
Snap Ads
Snap Ads are 10-second vertical mobile video ads with the option to swipe up for more related
content, such as another video, article, ad or mobile website. Snapchat says that five times more
users swipe up on Snap Ads than click through on ads on comparable platforms. Pricing for Snap
Ads depends on the details of the campaign, but can be as low as $1,000. Currently Snap Ads can
only be booked through Snapchat’s Partner s.
Here is an example from Netflix, advertising their production LOVE:

Sponsored Geofilters
This is the only advertising option you can book
yourself online and with a small budget. Geofilters,
however, are a very specific ad type that only suits
some campaign objectives. Geofilters are pre-
designed overlays such as frames, logos, images or
text elements that Snapchat users can use to
decorate their snaps if they are in a certain location.
Companies and brands can purchase
Geofilters for a specific location (between 20,000
and 5,000,000 square feet) to promote their
product, services or event.
Geofilter for Sports Event Geofilter for Birthday
Also, big brands like Starbucks or McDonald’s make use of Sponsored Geofilters targeting the
locations of their stores. This way customers are encouraged to share their experience in a playful
way.

Starbucks Geofilter ( Sourc e) McDonald’s Geofilter ( Source)
If your objective is to promote a store in a mall, a party on campus, a booth at a conference, or

anything else that is of interest to Snapchat users in a specific location, Geofilters could be an
interesting choice for you. You can also use Geofilters to create some entertainment for your
friends or guests at a wedding, birthday or any other personal occasion. But if you want to target
users in a whole city or country, or by specific interests or behaviors, this is probably not the right
choice for you.
How much do Sponsored Geofilters cost?

The price of a Geofilter depends on the dates, times and the area size (measured in square feet) of
your Geofilter. Pricing begins at $5 for a Geofilter covering a small area during a short period of
time, but Snapchat will show you an exact quote once you have entered this information in their
booking platform.
How to get started

Go to https://www.snapchat.com/geofilter s and log in with your Snapchat account information.
The Geofilter creation tool walks you through the design process, helping you with customizable
templates. Alternatively, design your personal Geofilter in your favorite image editing software
(e.g., Adobe Photoshop) and upload your file (learn more here) . Choose the dates (min. 1 hour,
max. 30 days) and define the location of your Geofilter (currently only the US, UK and Canada):
Enter the address closest to the area you want to advertise and draw a fence around your selected
area. Your area must be between 20,000 and 5,000,000 square feet. Snapchat then quotes you a
price and you can submit your order for approval. If you have any questions, have a look at the
related section on the Snapchat Support sit e.
LinkedIn

About LinkedIn
LinkedIn is the largest professional social network in the world with more than
460 million registered accounts. Of these, about 106 million users visit the site at
least once a month. In addition to allowing users to connect with each other and
search for business contacts, LinkedIn offers group features, company pages, and
job listings. They also have a
publishing platform on which invited thought leaders, influencers, and all other registred users can
publish posts.
From an advertising standpoint, LinkedIn can be a great platform for two purposes: To promote
employers, their jobs and stories, and to advertise products and services that are of interest to a
professional audience.
What ad types does LinkedIn offer?

LinkedIn offers two types of ads – Sponsored Content and Text Ads. These ad types can be booked
via LinkedIn’s self-service platform, called Campaign Manager. In addition, larger advertisers can
book display ads and promotional messages, called Sponsored InMail, via the LinkedIn Ad Sales
team. If you want to learn more about these options, take a look her e.
Sponsored Content
LinkedIn’s Sponsored Content Ad allows you to publish a promotional update on users’ newsfeeds,
alongside all the updates from their regular connections. The update is marked as ‘Sponsored,’ but
other than that it looks and behaves exactly like a normal update. Your update can include an
image, video, infographic, PDF, SlideShare or link to a blog post or landing page.
To set up a Sponsored Content Ad, you need to have

access to a Company Page or a Showcase Page, or
create a new one. Your content will be shared in the
name of this company or brand. With a click on the user
name or icon, people can visit the respective page and
follow your updates. Your Sponsored Content Ad can
either promote an existing update from your page or an
update you create specifically for your campaign.
LinkedIn gives you various targeting options to reach
your desired audience, which we will cover later.
LinkedIn Sponsored Content
Text Ads
LinkedIn Text Ads are traditional ads that appear in the right column of the desktop and in other
locations on their website. A Text Ad consists of a small image (50x50 pixels), a short headline (25
characters), a description (75 characters) and a link to your landing page or LinkedIn Company Page.

LinkedIn Text Ad
What targeting options does LinkedIn offer?

LinkedIn lets you target users based on their demographics, education, professional experience, and
group memberships:
Demographics Target users by age, gender and location.
Education Target users by schools, degrees and field of study.
Experience Target users by job function and title, seniority, skills, company
name, company industry and company size.
Groups Target users by the groups they belong to on LinkedIn.
What is the minimum budget to advertise on LinkedIn?

You can set up your Sponsored Content and Text Ad campaigns both as a click (CPC) or impression
(CPM) based campaigns. The minimum daily budget for both ad types is $10.
With both campaign types, the LinkedIn Campaign Manager will show you a suggested bid range
based on what other advertisers are bidding for the same audience. The minimum CPC or CPM bid
for Text Ads is $2. For Sponsored Content, the minimum bid depends on your target audience.
How to get started
To get started, access LinkedIn’s Campaign Manager by clicking her e and then click on “Create
Ad’. This will present you with a screen where you can select your ad type. LinkedIn will then walk
you through the ad creation, targeting and budgeting process. If you come across any problems or

questions, take a look at LinkedIn’s Advertising FAQ’ s. They have also created a detailed Text Ad
playboo k, which is worth checking out if you plan to run Text Ads.
Case Studies
HSBC
Financial service provider HSBC used LinkedIn’s Sponsored Content to attract new business
customers and generate more followers with engaging content about doing business globally.
HP Software
With the help of LinkedIn Sponsored Content and InMail, HP Software (Hewlett Packard) was
able to drive a conversation among targeted IT decision makers, practitioners and developers. The
company promoted relevant content, provocative statistics and infographics to engage their
audience.
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What Facebook ads look like 4

What objectives can I meet with my Facebook ads? 5

Social Media Advertising Guide 1

What is the minimum budget to advertise on Facebook? 6

How to get started 6

What ad types does Instagram offer? 8

What Instagram ads look like 8

What objectives can I meet with my Instagram ad? 9

What targeting options does Instagram offer? 9

What is the minimum budget to advertise on Instagram? 10

How to get started 10

What ad types does Twitter offer? 12

Grow your followers 13

App installs and re-engagements 14

What targeting options does Twitter offer? 15

What is the minimum budget to advertise on Twitter? 16

How to get started 16

Social Media Advertising Guide 2

What ad types does Pinterest offer? 17

What targeting options does Pinterest offer? 18

What is the minimum budget to advertise on Pinterest? 19

How to get started 19

What ad types does Snapchat offer? 21

How much do Sponsored Geofilters cost? 23

How to get started 23

What ad types does LinkedIn offer? 24

What targeting options does LinkedIn offer? 25

What is the minimum budget to advertise on LinkedIn? 25

How to get started 26

Social Media Advertising Guide 3

Become a Digital Marketer! 27

What Facebook ads look like

Single Image Single Video/Slideshow Carousel

Social Media Advertising Guide 4

Here is an example of how cruise company Holland America Line used

What objectives can I meet with my Facebook ads?

Social Media Advertising Guide 5

Interests Target users by interests, based on profile information, pages, groups

What is the minimum budget to advertise on Facebook?

The ad set gets charged for... Min. daily budget

Clicks, likes, video views, post engagement $5

Offer claims, app installs and other low-frequency events $40

Social Media Advertising Guide 6

to access Facebook’s documentation that describes every single ad type.

Cupcakin’ Bake Shop in Berkeley, California wanted to

NBA team Orlando Magic wanted to promote

Social Media Advertising Guide 7

Since Instagram was acquired by Facebook in 2012, the advertising

What ad types does Instagram offer?

Social Media Advertising Guide 8

Single Ad Video Ad Carousel Ad

What targeting options does Instagram offer?

Social Media Advertising Guide 9

What is the minimum budget to advertise on Instagram?

The ad set gets charged for... Min. daily budget

Clicks, likes, video views, post engagement $5

Offer claims, app installs and other low-frequency events $40

How to get started

Social Media Advertising Guide 10

Wool and the Gang

Social Media Advertising Guide 11

What ad types does Twitter offer?